Keeping the Competitive Edge of a Convention and Exhibition Center in MICE Environment: Identification of Event Attributes for Long-Run Success

Abstract

Understanding the weaknesses and strengths of event attributes plays a significant role in business survivability, specifically the meetings, incentives, conventions, and exhibitions (MICE) industry, in which the business environment is competitive. To be in business and survive long-term, service and product offerings must satisfy the needs of clients. In the case of the MICE industry, clients include event organizers, planners, and attendees. Thus, the IPA (importance-performance analysis) was conducted with hopes to provide valuable insight into the MICE industry to identify and evaluate their offering (attributes) that can assist Convention and Visitors Bureaus (CVBs) to establish better operational strategies that maintain their economic sustainability. Furthermore, this study also addressed the event planners and organizers’ perceptions toward the environment and social sustainability, measuring the importance and performance of ecofriendly venues and the availability of disabled access, which showed neither significant importance nor performance. However, as the main purpose of the research was to examine the essential venue selection criteria based on the perceptional lens of the event organizer and planners to MICE operators on achieving business sustainability, the findings of this study provide strategical direction to establish, maintain, and improve their facility, service, and products. The study also finds that there are different needs depending on the types of event organizers and planners.